In Swedish, omse means to care. That's what we do.

OM-SE is Swedish functional skincare for people like me who just want great skin, not a 10-step beauty routine. The average woman uses 7 to 15 beauty products daily and still isn't happy, always searching for the next product. We think that's the problem, not the solution. Because skin so good you forget to think about it — that's the goal. 

When you strip back the filler and marketing ingredients, the unnecessary steps, and focus only on what your skin actually needs, something changes. The skin calms down. It rebalances. It starts to feel like itself again. A simple daily routine, built on exceptional natural active formulas. It all started, as most good things do, with a personal problem.

Jenny Huurinainen, co-founder OM-SE

In 2016, on maternity leave, I reached a breaking point. I had spent almost two decades hating my unbalanced, hormonal skin. Everything I tried seemed to make it react rather than calm down. Inspired by the FODMAP methodology and several years of research, I took matters into my own hands and formulated products that would heal my skin and simplify my life. With a baby on my hip, skincare needed to be quick.

Since the original intent was to balance my own skin, I focused purely on skin needs and did not formulate the way the conventional skincare industry does, such as including many cheap filler ingredients to improve margins or focusing on one marketing ingredient per product to sell more products. Instead, I did the opposite.

OM-SE how it started

I excluded all ingredients that didn't support the skin, and focused only on plant-based, high-performance ingredients. That made all the difference. I have used OM-SE twice a day since, and my skin has never looked or felt better. Hundreds of formula versions later, and years of product refinement based on feedback from dedicated test users and formulation experts.


OM-SE was launched in late 2020 and is funded and run by me and my husband Jacob (he's an Art Director and Graphic Designer by trade and the star behind our branding).

We believe the best skincare is the kind you stop thinking about.

Please feel free to reach out by email or via chat on the site. I'm happy to help, and will reply personally to all questions! 


🤍 Jenny Huurinainen
Co-founder and Product Formulator